10X Your Product Launch Success Rate: The Perfect Launch System Revealed

What if you could flip the script on product launches—and transform the typical product launch that has a 95% failure rate into a system that churns out profits? 

Today, we reveal exactly how. 

Join us for an exclusive deep dive with Jon LaClare, CEO of Harvest Growth, as he sits down with Ian Garlic on The Garlic Marketing Show. In this episode, Jon shares the tried-and-true strategies that have helped him launch hundreds of successful products across countless industries. 

You'll learn how to avoid the most common launch-killing mistakes and leverage the powerful three-phase Perfect Launch System—a framework that’s delivered a success rate 10x the industry average, across hundreds of launches. After two decades building multi-million dollar brands and generating over $2 billion in sales, Jon breaks down the exact system he uses—and shares the secrets behind his clients’ biggest wins. Tune in now and start transforming your next product launch. 

In today’s episode of the Harvest Growth Podcast, we cover: 

• The revolutionary 3-phase "Perfect Launch System" framework that's 10X more effective than traditional approaches 
• How to conduct critical market research on a limited budget that dramatically increases your chances of success 
• The psychology behind creating offers that drive immediate purchase decisions even in competitive markets 
• Why most product launches fail before they even begin—and the simple shift that prevents this common mistake
• The strategic role of AI in modern marketing and which tasks should never be automated 
• And so much more! 

Looking to launch a product, scale, or improve ad performance? Visit www.perfectlaunch.com for a free copy of Jon’s book, The Perfect Launch System, packed with proven principles developed over 20 years helping hundreds of businesses launch and grow successfully. 

To be a guest on our next podcast, contact us today! 

Do you have a brand that you’d like to launch or grow? Do you want help from a partner that has successfully launched hundreds of brands totaling over $2 billion in revenues? Visit HarvestGrowth.com and set up a free consultation with us today! 

Transcript

Jon LaClare [00:00:00]:
Today, I'm doing something a little different. Instead of a typical Harvest Growth Podcast interview, I'm excited to share a full episode from the Garlic Marketing show, hosted by Ian Garlic. I recently joined Ian on his show to dive into my new book, the Perfect Launch System, where we discussed not only some of the key strategies from the book, but also explored new topics like how AI is changing the future of video marketing, areas we didn't have space to cover in the book itself. I wanted to share this conversation directly with you, our Harvest Growth Podcast audience, because. Because it expands on the principles we talk about here all the time, helping you launch, grow and scale your business more effectively. Right after our standard Harvest Growth Podcast intro, you'll hear the full recording for my interview on the Garlic Marketing Show. I hope you enjoy it. And as always, if you find value in what you hear today, please share this episode with others who could benefit from it. And if you would like a free electronic copy of the Perfect Launch System book, go to perfectlaunch.com now let's jump in.

Announcer [00:01:20]:
Are you looking for new ways to make your sales grow? You've tried other podcasts, but they don't seem to know. Harvest the growth potential of your product or service as we share stories and strategies that'll make your competitors nervous. Now here's the host of the Harvest Growth Podcast, Jon LaClare.

Ian Garlic [00:01:24]:
All right, Garlic Marketing Show, I'm Garlic here, we're back and we're going to talk about one of my favorite subjects with an amazing friend of mine, video marketing, product launches, and AI with Jon LaClare. Jon, thank you so much. And we're talking about his new book, the Perfect Launch System. That's the right name of it. Sorry, Jon.

Jon LaClare [00:01:45]:
You got it, you got it.

Ian Garlic [00:01:46]:
Yeah, I don't know. I was like, all of a sudden, I second guessed it. I'm like, is that the name of it?

Jon LaClare [00:01:52]:
It's.

Ian Garlic [00:01:52]:
At least I can pronounce your name. So, Jon, awesome. Well, thanks so much for being on. Let's talk about. You know, you've got this book I want to talk about. We'll talk about AI, about AI Video. You know, we've had you on. We've talked about Harvest Growth before, amazing background. But let's do a real quick, like 30 second overview about what you all do and who you all work with. So everyone knows.

Jon LaClare [00:02:16]:
Yeah, absolutely. So the easiest way to describe it is to talk about my background and history real quick. So. So I was a brand manager at Kraft Foods doing new products. Went from there to oxiclean Back in the Billy Mays days running new product launches for Kaboom, for Oxiclean, new products, et cetera. And then we kept that going when that company was sold off and founded Harvest Growth. So since then, now it's 18 years ago. I can't believe it's been that long and makes me feel old, for sure. But since then, we've been focused on similar things. Of course the world has changed, right? It's different. But what we do today is focused on launching new campaigns and new products so we. And we can talk about the structure. It's really what the book is all about, is how to do that process. We've launched hundreds of products over the past 18 years with great success. Like, not every. Not every launch is a success, but our success rate is significantly higher than other marketing agencies, especially for product launches, simply because that's what we do. That's what we focus on. There's a unique way of doing it, and it is different from just marketing.

Ian Garlic [00:03:15]:
An existing product and launching new products. You know, I love that you said, you know what? Not everything works, right? Because a lot of people are afraid to admit that not everything works. And I'm sure you're gonna have a ton of podcasts about what works, but I'd love to know because I've made tons of mistakes that led us to video, case, story and. Or. And also not just mistakes, but, like, things we thought was gonna work and just didn't, or like, hey, we should do this this way instead. Can you give me an example of one of the things that you. That didn't work, that you changed, that is now in the book?

Jon LaClare [00:03:52]:
Yeah, absolutely. So in the early days, we. You kind of think you know things, right? I've done several really successful launches at Oxiclean, at Kraft and a cup. We had the. Really, the first big client we had was a massive success. It was called Sonic Scrubber. Went on to sell 10 million units. So you kind of figure, I know what I'm doing here. We did. We knew the process, right. But it was still being perfected, Right. No pun intended from the title of our book. But what we've learned and really honed since then, a couple of things. One is the value of testing. So market research we kind of did in the early days, but it is a core focus of what we do before we ever spend a dime on any sort of media or frankly, even start writing scripts. And it doesn't have to be expensive to do this type of market research, but getting the messaging, the offer and Your audience figured out up front during this testing process really has made all the difference. So we had a couple of early failures along the way and really learned this process. And since then, what I see, and I'll give you some numbers, the traditional success rate for launching new products, whether it's Kraft foods, you know, my original background, or smaller companies, you put them all together, it's typically 5% of brand new products succeed. And that's why, like craft foods, I was there in the Nabisco brand and the Planters brand. And I was there when they launched the first Oreo flavors. Chocolate, cream, Oreos. Long story short, since then, if you go down the Oreo aisle and I mean it's a cookie out. Right. But it's like half Oreo and there's like 30, 40, 50 SKUs depending on what store you're in all different flavors. It's because it's less risky. Right. Rather than launching something new, let's just make a modification. That's what big companies do. But how do you launch something unique? That's the, that's the difference. And figuring out again, your messaging that's going to resonate who your audience is and getting that offer really tweaked and optimized before you get to launch has made all the difference. So it's taken for us the success rate of brand new products. Now we do a lot with bigger companies where we help them grow with new campaigns or et cetera. But for brand new products, we've taken that success rate from 5% to 50%. So again, still half of them don't work. Right. It's risky, but it's a 10 times improvement. And that's the biggest difference is doing this testing and learning approach. We call it the preparation phase, or prepare before you launch. And doing it the right way makes a huge difference. Doesn't have to take a lot of time, doesn't have to cost a lot of money. But if you do it right, it makes all the difference.

Ian Garlic [00:06:25]:
What's. Of all the testing things that you've tried, what was the one thing that you're like, this is the one thing we. Absolutely everyone has to do.

Jon LaClare [00:06:36]:
Yeah. So bare minimum is to do an online survey. So get out and reach out to 100 to 200 people. It doesn't have to be massive, doesn't have to be crazy expensive. But a hundred people that you don't know. Right. They can't be related to you, they can't be friends because they're not going to be honest. But getting out to an audience. You can buy market research lists and it doesn't have to be again, crazy expensive, but that's the bare minimum. Is that interaction with people you don't know an add on to that that I recommend? We don't always do this because it takes time, frankly, and it's, it's different. But to fine tune your messaging, if you can get into any sort of live selling environment like a home show, your local flea market, and just spend a day or a week, but at least a day out of a booth selling your product, it's a huge learning opportunity. We did it even when we were a $250 million business back in the day with OxiClean, we still did that for launching new products. Right. And we do it on occasion. We've got a product coming up in May that we're filming on a Wednesday and we're going to a home show. We're going to film, but we're also going to do a test market there to really fine tune that pitch to make it even better for the next round of filming that comes up.

Ian Garlic [00:07:48]:
I mean, and that's because you get, we talked about it, you know, you know, we have Rick Cesarean, that's one of the things he does too. And I mean, that's video case story, right. It's listening to your customers and, and seeing how they actually react, not just guessing what they're going to think.

Jon LaClare [00:08:05]:
Right, right. Yeah. Like so in a survey, you do your best to create a concept. Sometimes video, sometimes pictures as well, depending on the status of the, you know, if it's a prototype, we can't do video yet or whatever, but you do as much as you can. But it's one iteration and then you test it. But in a home show environment, you can change your pitch throughout the course of the day. So by the end of the day, you're probably going to talk about your product differently than you did in the very beginning. It's because you've perfected it by hearing questions, hearing concerns and addressing those along the way.

Ian Garlic [00:08:37]:
I love that, I love that. We'll talk about AI later, but shows you that you can't do that with AI. I mean, you can try, but really you can't. You need a human to touch things and feel them and see them and I mean, we can take pictures of it now, but that really isn't going to do it, is it?

Jon LaClare [00:08:55]:
Right, right.

Ian Garlic [00:08:57]:
So, you know, tell us a little bit. It's about the book and where we can get it, first of all, because it Seemed, you know, I was going through. And it's like your entire system, you know, like when I did my I Love video, I love books like that. So it's like, here's how you do everything. If you want the best to help you, you call Harvest Growth, but tell us a little bit about what goes on in it and the steps that are in it.

Jon LaClare [00:09:18]:
Yeah, no, I'm glad you brought that up. I mean, of course, the book, but also the way that we put our full system in there. Really, you know, we're all about education since day one. I'm a big believer in learning as much as you can. And that's the goal of the book, is to teach what we've Learned over really 25 years of doing this. Right. 18 years at harvest Growth, plus a career and education before that of really launching products. So the best way or easiest way to get it is of course, you can go to Amazon and it's available on Kindle, hardback, paperback, et cetera. And then also you can go to perfectlaunch.com you got a link to buy it on Amazon, but also there's a link there if you'd like a free either electronic copy or there's a way to get a free signed hard copy of the book as well. So PerfectLaunch.com is the easiest way to get the book.

Ian Garlic [00:10:04]:
And what. When you look at the steps. Right. Tell us about the steps that are in there to the perfect launch.

Jon LaClare [00:10:16]:
Yeah. It comes down to three basic steps. If I could summarize at the highest level. And it's prepare, produce, and profit. So prepare we've kind of talked about a little bit. Right. It's that testing protocol, whether it's a survey or home show or sometimes focus groups, might be a small test market. And that's that preparation phase where you're learning three things. It's your audience, your offer, and your messaging. So you're learning who the target audience is. You know, a lot of us think we've got this great idea of a product and everyone's going to buy it. And that may be true, but there's going to be the target market that will buy it first. Right. When it they'll take the risk on a new product. So at least, what are the demographics? Is that male, female, what ages, what incomes, maybe what geographies or other aspects that might drive a difference with yours. But at a minimum, the demographics of who's going to most likely buy your product, that's who you market to first. Right. The other ones are on the fray. And again, you'll eventually get them. It doesn't mean we only hit the target market, but they're the core focus in the beginning, the offer. It gives you the chance to really fine tune, okay, how do we price it? Maybe what do we include with it? If we have a price that works with our margins in research, we learn. Do people view that as a value? In other words, are they, do they already think, like, that's amazing, you can buy that for 30 bucks. I thought it would be $100 or whatever. If it's lower than expectations, fantastic. Like if it's higher than their expectations, okay, we got to build up their expectations, we got to create more credibility, create more reason, you know, bigger problem to solve in their minds, etc. But find out that perfect offer and the way to talk about it, that's going to work best. And then the messaging, the last piece, right, so is how do you talk about it? Usually for us, for you too, Ian, as we know, video works best, right? People remember 95% of what they see in a video they retain versus 10% when it's written or read. So that's a huge difference. Video is extremely powerful. And the messaging in our market research, it doesn't mean we have to show a video depending on budgets etc before that, but at least, okay, what are the features and benefits of your product or service, whatever your business is that are going to resonate, that's going to drive your scripting for your video, it's going to drive the visuals, etc. But understanding all that, so that's, long story short, I'll be shorter with the other two. But that's the preparation phase. It's really the most important. If you nail down preparation, then the produce section and the profit section are that much easier. Produce is really about, okay, we've learned all this, now let's go into production. It means our videos, right? Typically any kind of content that goes with that. Your website, of course, right? Maybe Amazon listing, etc. So it's about producing to match what you learned in the preparation for phase. And then finally we get into the profit phase. So now we've test marketed, we've produced a little, you know, set of videos, a website, we've done a test market where it's actually live on, let's say Facebook and Instagram. You know, as an example, as a first campaign. The profit phase is, okay, now we've figured it out, it's paying for itself. And we could talk more about how that's done. But the advertising is now free. In a sense, it's paying for itself. Okay, how do we scale it up? So using the techniques we describe in detail in the book. But it's about how to really scale up your efforts once you get your campaign working or profitable.

Ian Garlic [00:13:28]:
Yeah, I love that because everyone wants us to go straight to scale. Like, well, is this ad scalable? Blah, blah, blah. And like, I got it. The preparation, so much more important and in getting ready. And everyone wants to skip over that piece. It's everything. And I love that system. It's. It's simple. Obviously you go into detail more in the book and, you know, you scale skimmed over offers and. But it's so important, right, To. To create a great offer. Why? How would you describe what an offer is? And why do most people get that wrong?

Jon LaClare [00:14:03]:
Yeah, a big part is urgency. So we give some examples in the book and we'll use some tried and true infomercial techniques. So even though, you know, people listening might think, I'm not doing infomercial anymore, that's, you know, 20 years ago, 15 years ago. The interesting thing is they actually still work. They're just different today. Right. TV can absolutely work as a medium. But all that aside, it doesn't work for every type of product. So if you've got a digital launch, most people watching or listening, that's what you're at, is a product that's going to work on digital, or at least digital first. Those principles still apply that we learn from the kind of quote unquote old TV days. And I think that's one reason we found you unique success in this space is we have that grounding of principles from 20 years ago, and we marry those with technologies and techniques that you can do today, you couldn't do 20 years ago. It's the combination. But one of them is urgency. So a lot of these things, of course we do in digital. But if you think back to the old Billy Mays days. But wait, there's more, right? Building up that offer. The reason that phrase is so well known. And the interesting thing is I just interviewed about a month ago, Billy Mays iii, Billy Mays son, and we talked a lot about his dad and his story. And there's a lot more of it in the book that actually from that interview, some learnings from Billy's son directly, but he said he's like, my dad actually never said that line. And I had to go back and watch. I'm like, oh, wow. It is interesting because it's, it's so many Other people did. Right. But wait, there's more. Was a statement that was said, I can't remember. What's that effect where we like remember things incorrectly from the past or whatever? Yeah, but it's. But he had other lines that he did and that's not all and things like that. So he had other lines that he would say, but not. But wait, there's more. But it's the same structure, right? It's about getting you excited. Where you see the end of an old TV infomercial, a two minute spot like Oxclean back in the day, this big bundle, like how do you afford to sell all that to me for that? It's a crazy value. And so you get that urgency. But I've got to call now back in the day, send a check or money order. Right? Crazy to think, even think about that. Right? Mail it off a check to an address.

Ian Garlic [00:16:07]:
You'd have to wait for four to six weeks.

Jon LaClare [00:16:11]:
Right, exactly. And have no tracking information. You just kind of wait and hope, did I get scammed from this? Who knows? So it's a different world today for sure. But the urgency is still one key element of that offer and there's a lot of ways to get to it. One I talked about is kind of that bundling, right. Where the value seems really high or limited time where it feels like even if it's just the crossed out price we see so often, like, you know, save $10, it feels urgent. So getting that urgency where they've got to not just look but purchase now in the direct to consumer world, that's so important. Otherwise they think, oh, this is a really cool idea, I want to buy it next time. Right. I'll think about it later. But okay, how do we get them over that hurdle and make sure they buy more quickly?

Ian Garlic [00:16:50]:
Urgency, yeah, that's, it's a great one because a lot of people don't think about, they're like, well, I have a product, I can't make it urgent. But you have to. And you know, when it comes to marketing and marketing systems, you know, there's so many people out there that are like, you have to do this and you have to do this and you have to do this. And you and I both know like it's, it's, there's so much you can do. It's as much what you shouldn't do. When you look at, you know, product launches and maybe someone that's come with an idea for a product launch or things that people say you should do this. What are some of the things that people should avoid and launching a new product, you know, as far as like marketing, etc.

Jon LaClare [00:17:31]:
Yeah, great, great question. I'll tell you a couple of the biggest problems that come to us, right? Or issues potentially where people have failed in the past and looking to redo it. One common one is they've kind of blown their budget before they get to marketing. Right. You kind of realize, so first of all realize that there is a necessary budget for marketing. You can't even if you have the greatest product in the world, you've got to generate awareness for it. Right. You've got to make people educated about what it is, how it's solving problems, have them come across it. And without marketing dollars, they're never going to see it. You can't just put it on a website or just put it on Amazon, et cetera. And as surprising as it sounds, so many people launching new products have come and said, you know, I've spent all my money on patents and product development. Man, it is perfect. And I just, you know, I could only have this tiny budget for marketing. So making sure you've got the funds available and alongside with that, give it time. There is a process. So yes, we've had amazing success with the product launches we've done, but every single one is different. And there's still a window where you've got to learn and optimize the campaign, make tweaks, etc. And for us, we typically recommend 90 days even, which is not crazy long. But you'd be surprised how many, like after the first week are like, ah, it didn't quite make it there. That's, it's all the budget I have or whatever it might be. But look at this as a testing window again, for us, the process we do typically 90 days and you should start to see some results early on. But at the, once you get that profitability, it's, you're off to the races. Right. But give it some time, some ability to be able to get through that testing. But as long as you follow the processes, have a little bit of funds, it doesn't have to be crazy expensive and some time and patience for it, then it's a process that works.

Ian Garlic [00:19:16]:
Yeah, I mean, you got to spend money and 90 days. Yeah, I, I guess I know that I'm like, 90 days is nothing.

Jon LaClare [00:19:24]:
Right, right.

Ian Garlic [00:19:25]:
I mean, yeah, because even if you create urgency, there's people that think about it and have to consider it and see that commercial a few times, see that video a few times before they buy it and then their friends talk about it. So 90 days is a fascinating success factor. And so speaking of things that you shouldn't be doing or you should be doing, let's talk a little about AI and video. Because I just got a call today. It's like, well, should we be making all our ads and all our videos with AI? And I'm like, I don't think that's the best idea. Where right now. And you talk about this a little in the book, but obviously it's going to change. But right now, when we, you know, a few weeks after the book launch in 2025, where do you see AI and video?

Jon LaClare [00:20:09]:
Yeah, great question. And AI is an amazing tool. Absolutely right. You've got to use it the right way. And the right way today, as you kind of alluded to, is going to be different in a month or certainly in a year from now. Right. It will change over time. But as of today, where we found great success in using AI is on the strategy side, copywriting side. If you are limited in your ability to write scripts, but you kind of know the general gist of it, you know, having AI to help you in content generation in terms of, especially for videos, okay, what should I show, what should I put into the script, et cetera. Now, it's important to know the principles behind it. AI isn't perfect, so you've got to know what you're looking for and adjust it. Once you get it, you can't just put something in and hope to get something perfect out. Right. But. But it can certainly take some time off your shoulders and add to the creativity. We've used it now. We've done thousands of videos over the course, as if you. Right. Over the course of many years. And you know, we've got a lot of experience, but the creativity side is AI kind of exponentially grows. Even our experience set. Right. So we'll get some ideas back. I haven't thought of that demonstration. That's a good idea. You'll get some bad ideas. Right. And just put those to the side. But creativity can be helped through the AI process. Now, when it comes to the actual video production, we can talk about, you know, what you do versus us. I'm interested to hear about what you found is successful for us. Like little snippets to replace. Maybe a quick stock footage area. If you need something very specific, it could be a quick and dirty, like background, almost visuals. It can be helpful for that. Right. We had an ad we did a while ago, had to have a woman sitting on the side of a road with a car broken down and smoking behind her. Like they didn't have a budget to film that. That's a massive budget, right. To do it. Right. Stock videos, stock footage isn't going to have it. So AI, after a lot of iterations, came up with something pretty good. Again, it wasn't the main video, but as a background, it can be great content, extra content to kind of continue your story. But where we're not using it, I'll tell you, is in authenticity. Right now I go back to a couple of interviews that I have done on my own podcast and I summarize several of those, a couple of dozen of them of sort of the best of the best in the book, and a couple that come to mind that talked specifically about authenticity were Billy May's son, as he talked about, okay, why was your dad so successful? And that was one of the first things he said he was authentic. We found that in working with him. When you know him, you know he's authentic. But America did too, right. When he was. Even though he's yelling and selling.

Ian Garlic [00:22:41]:
Right.

Jon LaClare [00:22:42]:
They used to call it, you knew that he cared. Like his energy came out in an honest, authentic way. It was believable, right. Authenticity was, was big and showing real demonstrations that made it believable. The other one was Bob Sa. He's the original pitch man from HSN from 40 plus years ago. Now he's. I can't remember the number, but it's tens of thousands of hours of live TV that he's been on selling products on hsn. He's a good friend and a genius when it comes to selling. And he mentioned the same exact word, authenticity. And I keep going back to that. So if we think about AI, the way to stand out in today's world, if you look at your social feed, it's a lot of AI stuff, right? An image. There's fun stuff you can do there. Sure. Right. Humorous stuff. It's awesome for that. Right. And it's a place for it. But now a way to stand out is to show authentic content. So like we're doing today, right? A real interview to real people with real background experience. You can't imitate that in the same way. So the authenticity really is an important factor to have in any of your content that comes out. And again, use to get. Okay, what should we talk about today? Yeah, like for me, to be honest, I went through and I used AI to, hey, summarize my book, give me some key points. I want to make sure I hit these because I wrote it. But it's all. It's 300 pages to like, remember or whatever. And for quick stuff like that, to help with content or reviewing stuff. Awesome. But to be here today and talking about it and really sharing with our audiences, it's. It's a whole different thing.

Ian Garlic [00:24:07]:
Yes. No, it is. And you're. If, if you miss the creation process, I think you miss, like, it's great to have, you know, in ideas for creation, but then actually in that process, there's so much you can learn and so much you can find out. And I know, like with us too, it's like, yeah, for B roll, great. We can fix. We can put something in there. It's going to help tell a better story. But when we see someone's face and we hear someone's voice and it is authentic, it just rings true. And what I'm hearing too is actually younger generation is actually, you know, having some backlash against it where they will instantly turn it off if it's AI, you know, and maybe it will improve where we can't tell the difference. But I just don't see it anytime soon.

Jon LaClare [00:24:54]:
I agree. And the other thing I will add to that, and it kind of gets back to the Billy May story too. Of course, Billy's son mentioned this. If you think Billy Mays, you think demonstration. Right. So usually the first thing that comes to mind is the fishbowl demo. The black water poro, it turns to white instantaneously. Right. Everyone remembers that demo from like 20 years ago, hasn't been done since, actually had to be pulled from tv. That's a whole other story after a while, just because it was, you know, like, nobody uses Betadine in their real life or whatever. But it was an amazing demonstration, one of many. So. And that's something you cannot really mimic in AI is showing how your product works in a real environment. Again, that authentic connection to the product, not just to the. Maybe the talent or the host or pitch man or whatever, but to the product itself.

Ian Garlic [00:25:38]:
Nice. That's. Yeah, it's. It's so true. And I think that we lean on AI and you're talking about creativity. What are some of the other ways that you are using AI right now in your marketing that maybe most people aren't thinking about?

Jon LaClare [00:25:55]:
Yeah. So a couple of tools that we have found. So let me start in chat. GPT. It's kind of the one that everyone goes to, is a first. And it's good like that everyone's going to argue, like, I use X tool that's better for this, that or whatever. But it's an example. And certainly there changes every day the horse race, right. To see which platform is going to be best. But it's one that people are familiar with and getting in there for again, building or starting creativity. We use it actually for. Let me, we put in there, we've got a new product we're working on. We've never worked in this category. Give me a marketing strategy. The more information you give it to like, just don't stop there. But here's what we're trying to hit. Here's what our target market is, we think here's, you know, the key demonstrations, here's the price point. Give it as much information as you can and it'll spit out a good start. Right. So it's not gonna. You don't wanna have that as your ending strategy, of course. Right. But it gives you some ideas like, oh, I hadn't thought about doing that style of video or that type of approach or maybe this marketing channel that might fit that better than something else. So getting. Helping you to open your mind. We sort of use it as a brainstorming tool. So a start to the process and then get humans back in, more involved on the. Both the implementation, but also the judgment, right. Of knowing what's going to work well, what's not. Not everything's perfect, right. But from that cherry pick the best ideas and go to implementation. And so that opening creativity is what we found a very valuable part of using AI.

Ian Garlic [00:27:20]:
It is, it is. And it's like that conversation and you know, bouncing ideas. That's one of my favorite things to do is all the time with it is, you know, what have I not thought of? What am I missing here? You know, and really poking the holes in your strategy and making sure also that it's not always set up to be a yes man because it can be too complimentary.

Jon LaClare [00:27:43]:
And I was, I was talking with a good friend the other day, like, I'm curious to see what's going to happen to this next generation. I don't want to say I worry because I think the previous generation would have said the same thing about us with computers. Like, oh man, you guys will never learn anything. You got computers, right? But if you think about AI, those that are learning through this process, process, their lives are going to be different. Right. It's not necessarily going to be worse, but when you start with that process, maybe what you lose is the experience. If you trust it too much, then you're not going to Know what's, what's giving you good ideas versus bad ideas. And right now it's not perfect. Again, I don't know the timeline. At some point it'll catch up right to us. But, but hopefully that's a little bit off in the future. But in the meantime, it's about understanding, okay, what is it giving you that's good versus not? And if you're early in your career, just make sure you combine it with real content. Right? So do the study, do the research, do the actual trials, go through this as opposed to trusting everything to AI so you can judge what's good and what's not. And then real quickly I mentioned another tool that we use. So we actually have a couple tools beyond the ChatGPT realm. If we switch gears really quickly away from video onto me media buying. So where they help us to buy media on Amazon, on meta, Facebook and Instagram, etc. By doing better pinpointing of who the audience should be, but also turning off and on the campaign. So on Amazon, for example, if you've got a campaign, you know, spending $200 a day and it's doing really well, a lot of times, what will happen is it'll hit that 200, you know, if that's what you have budgeted that, you know, I say 2pm and then you're done until the next day. So if you could spread that to be the most profitable times of the day, maybe it's the same budget, but it can really drastically increase your return on investment. One quick example, as a client, we implemented this tool that was already successful, doing really well, had been on Amazon a couple of years and the results, almost overnight, it took a couple of weeks, doubled. So the return on ad spend or ROI doubled simply by doing this approach. Same budget, but we're, we're going at different times of day. A little bit of audience adjustment, but the biggest thing was just the bidding. And that's something you can't do manually. Right. That's a tool where AI can come in and really extend your capabilities beyond what you can physically do.

Ian Garlic [00:30:05]:
Oh, that's fantastic. I mean, that's great information that. I mean, that's a perfect use case, right. Of something that's, it's more strategic and mathematical, not creative. And I think those are the cases that are the best. But also I've learned not to straight up use chat GPT for math because it's not good at that right off the bat.

Jon LaClare [00:30:24]:
Yeah, good point.

Ian Garlic [00:30:26]:
Yeah, absolutely. I was having add some numbers yesterday. I'm like, those numbers don't add up. It's like, oh, you're right. I'm like, okay, well, this is fantastic. So once again, you can go to per. It's perfect launch dot com. Correct. To get the book.

Jon LaClare [00:30:39]:
Correct. Perfect launch dot com.

Ian Garlic [00:30:42]:
And we'll get the book there. You can obviously, you can buy it on Amazon and follow Jon on LinkedIn. They have a podcast on YouTube. We'll put a link to all that in the show notes. And Jon, what, you know, out of LinkedIn, YouTube, where are you spending most of your time?

Jon LaClare [00:30:58]:
For marketing. Our sort of our own business or clients.

Ian Garlic [00:31:01]:
No, for marketing, it is different.

Jon LaClare [00:31:03]:
Yeah. So LinkedIn and X actually has been an amazing platform for us. We're a little bit new to it, but it's already showing great returns where people go there to learn. Kind of like LinkedIn. Right. So because our positioning in the marketplace is about education, about teaching, you know, beyond just the book. It's. We love to help companies launch products, launch new campaigns, grow their businesses, etc. And also to teach you how to do it. And LinkedIn's awesome for that. But X is a great platform for getting the word out. And we can be followed on X, our tag. There is video, profit, video, P R O F I T. So how to make profit from video. Basically a lot of stuff on the. On the book, et cetera. But it's been a great platform. LinkedIn, of course, fantastic place to be to learn and teach.

Ian Garlic [00:31:51]:
We'll put a link to all that in the show notes. Jon, thanks so much for being on the Garlic Marketing Show.

Jon LaClare [00:31:57]:
Thank you, Ian. It was great to see you again.

Ian Garlic [00:31:59]:
Great to see you too. And thank you all for taking Jon and I our journey, you know, and really these amazing, amazing information. Make sure to check out his book and make sure to go follow him there on X and LinkedIn and contact him. This has been Ian Garlic and the Garlic Marketing Show.